One World, One Dream? Image Building and Brand China in the 2008 Beijing Olympics

View/Open

Date

Author

Metadata

Author

Hagan, Christopher Patrick, 1981-

Abstract

This project investigates how iconic images from the Beijing Olympics---e.g.,
logos, venues, and scenes from the Opening and Closing ceremonies-form a visual
narrative in which Chinese history and identity are configured to meet the political
economic goals of the Central Communist Party. I draw on semiotics and discourse
analysis to suggest projected national images (Wang 2003) that are embedded within visual
data collected primarily from the Beijing2008 website. Furthermore, I apply current
theories in identity politics to these visual data to problematize the social construction of
what the nation branding literature refers to as "brand China." I argue that the symbolic
and emotive content of the visual imagery from the Beijing Olympics attempted to position
China as a non-threatening, legitimate power in the Western cultural imaginary.
Ultimately, I argue that the Party's lack of political credibility challenges the potential
success of its Olympic image building efforts.

UO prohibits discrimination on the basis of race, color, sex, national or ethnic origin, age, religion, marital status, disability, veteran status, sexual orientation, gender identity, and gender expression in all programs, activities and employment practices as required by Title IX, other applicable laws, and policies. Retaliation is prohibited by UO policy. Questions may be referred to the Title IX Coordinator, Office of Affirmative Action and Equal Opportunity, or to the Office for Civil Rights. Contact information, related policies, and complaint procedures are listed on the statement of non-discrimination.